Gaining attention in this world becomes as much about the science of standing out as the art of being outstanding. And every link forged is a form of currency exchange where the market favors the heavyweights.

About Joshua-Michéle Ross

I am a digital strategist focused on how technology opens new possibilities for social transformation and innovation within business. I am a Partner and Director of Digital, EMEA for Fleishman Hillard. I blog here, on O’Reilly Radar, and am a contributor for Forbes.com.